A new wine delivery service called Vinome is promising to deliver “the ultimate personalized wine experience” — customized to your DNA.
There isn’t much (or, really, any) science to back it up. But it’s got a very big name in its corner.
Vinome just inked a deal with a startup called Helix, which in turn is backed by the world’s biggest DNA sequencing company, the powerhouse known as Illumina. For the past 15 years, Illumina has been selling machines that can quickly decode the human genome. Medical researchers around the world use them. But the company wants to conquer the consumer market, too. That’s why it spent $100 million to launch Helix, which teams up with app developers who can find creative ways to use a customer’s genetic data.
Such as selling them wine.
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